Advertising Advertising “Tricks of the Trade”“Tricks of the Trade”

Entrepreneurship 12Entrepreneurship 12

IntroductionIntroduction

Advertisers use many different methods to Advertisers use many different methods to get consumers to buy their products. get consumers to buy their products. Often, what they try to sell is less the Often, what they try to sell is less the product itself, and more a lifestyle or product itself, and more a lifestyle or image.image.

Here are some advertising “tricks of the Here are some advertising “tricks of the trade” trade”

The Cool Factor/ ExcitementThe Cool Factor/ Excitement

By associating celebrities and “ideal” By associating celebrities and “ideal” people with fun, excitement and attitude, people with fun, excitement and attitude, advertisers work hard to convince advertisers work hard to convince consumers that their product is coolconsumers that their product is cool

Example of Example of The Cool Factor/ ExcitementThe Cool Factor/ Excitement

Celebrity EndorsementsCelebrity Endorsements

Magazine photos of musicians, models Magazine photos of musicians, models and actors to promote a product. Some and actors to promote a product. Some people may believe that by using products people may believe that by using products like a celebrity they may in some ways be like a celebrity they may in some ways be successful like the celebrity. successful like the celebrity.

For Example, Jessica Simpson as a For Example, Jessica Simpson as a spokesperson for ProActive.spokesperson for ProActive.

Celebrity Endorsement Queen Celebrity Endorsement Queen LatifaLatifa

Dreams and InsecuritiesDreams and Insecurities

Playing on insecurities about body image. Playing on insecurities about body image. Ads geared to young men use rugged, Ads geared to young men use rugged,

independent, masculine-looking models. independent, masculine-looking models. Ads geared toward women tend to have Ads geared toward women tend to have slim, tall women. slim, tall women.

Also playing on things you fear may Also playing on things you fear may happenhappen

Example of Example of Dreams and Insecurities Dreams and Insecurities

Example of Example of Dreams and InsecuritiesDreams and Insecurities

Facts and FiguresFacts and Figures

Using statistics and “pseudo-science” to Using statistics and “pseudo-science” to give the impression that something is safe give the impression that something is safe or popular. or popular.

An example is, “Four out of five dentists…” An example is, “Four out of five dentists…”

Example of Example of Facts and FiguresFacts and Figures

Friends, Fun and ExcitementFriends, Fun and Excitement

Images of people having lots of fun while Images of people having lots of fun while using a certain product. using a certain product.

For example, images of happy smokers at For example, images of happy smokers at parties, in restaurants and even in the parties, in restaurants and even in the great outdoors reinforce the connection great outdoors reinforce the connection between smoking and good times. between smoking and good times.

Example ofExample of

Friends,Friends,

Fun and Fun and

ExcitementExcitement

Example of Example of Friends, Fun and ExcitementFriends, Fun and Excitement

HumourHumour

Using tongue-in-cheek humour to attract Using tongue-in-cheek humour to attract customers. customers.

For example, because smoking is For example, because smoking is becoming less acceptable in society, becoming less acceptable in society, humour in tobacco ads frequently pokes humour in tobacco ads frequently pokes fun at non-smokers, or at those who feel fun at non-smokers, or at those who feel that smoking is unhealthy.that smoking is unhealthy.

Example of HumourExample of Humour

Example of HumourExample of Humour

Example of HumourExample of Humour

Keeping up with the JonesesKeeping up with the Joneses

Ads that try to attract people by appealing Ads that try to attract people by appealing to their desire to have what other people to their desire to have what other people have. have.

MusicMusic

Advertisers often use catchy music in Advertisers often use catchy music in advertisements that make you associate advertisements that make you associate their product with a tune or song.their product with a tune or song.

Product PlacementProduct Placement

Cigarette ads can pop up in the most Cigarette ads can pop up in the most unusual places, such as video games. unusual places, such as video games.

This is especially true of racing or driving This is especially true of racing or driving games, where players drive by virtual games, where players drive by virtual “billboards” advertising cigarettes. “billboards” advertising cigarettes.

Example of Example of Product PlacementProduct Placement

ScaleScale

Advertisers will often use tricks of scale to Advertisers will often use tricks of scale to make their product look bigger – and make their product look bigger – and hence more appealing. hence more appealing.

This is commonly done in make-up and This is commonly done in make-up and fragrance ads where the product is larger fragrance ads where the product is larger than it would be in real life. than it would be in real life.

Example of ScaleExample of Scale

Example of ScaleExample of Scale

SlogansSlogans

Advertisers often use catch one-liners that Advertisers often use catch one-liners that stick in your mind the same way a song or stick in your mind the same way a song or jingle would.jingle would.

Slogan SamplesSlogan Samples

““Reach out and touch someone.”Reach out and touch someone.”AT&TAT&T ““The quicker picker-upper.”The quicker picker-upper.”BountyBounty ““Have it your way.”Have it your way.”Burger KingBurger King ““Where do you want to go today?” Where do you want to go today?” MicrosoftMicrosoft ““It's Miller time!”It's Miller time!”MillerMiller ““It's everywhere you want to be.”It's everywhere you want to be.”VisaVisa ““Drivers wanted.”Drivers wanted.”VolkswagenVolkswagen

Analyze 5 magazine Analyze 5 magazine advertisementsadvertisements

1.1. What is the product being What is the product being advertised?advertised?

2.2. What “Trick of the trade” is What “Trick of the trade” is being used? being used?

3.3. Explain how this “Trick of Explain how this “Trick of the Trade” is being used.the Trade” is being used.

4.4. What demographic is What demographic is targeted in the ad? (Age, targeted in the ad? (Age, sex, marital status, family sex, marital status, family size/ stage)size/ stage)

5.5. Did the ad convince you to Did the ad convince you to buy this product? Why or buy this product? Why or why not? why not?

6.6. What changes could be What changes could be made to this ad to market to made to this ad to market to a different age group? a different age group? Specify the age group.Specify the age group.

Tricks of the Trade:Tricks of the Trade: The Cool Factor/ The Cool Factor/

ExcitementExcitement Celebrity Celebrity

EndorsementsEndorsements Dreams and Dreams and

InsecuritiesInsecurities Facts and FiguresFacts and Figures Friends, Fun and Friends, Fun and

ExcitementExcitement Keeping up with the Keeping up with the

JonesesJoneses